Audience & Targeting Strategies for Digital Out-of-Home (DOOH)
The digital out-of-home (DOOH) advertising landscape has experienced a significant transformation in recent years. Traditionally, out-of-home (OOH) media was bought based on geographic considerations like zip codes, proximity to store locations, and high-traffic areas. However, with the integration of data-driven technologies, advertisers can now target specific audiences more precisely, using behavioral insights and real-time data.
This evolution of audience-based buying in DOOH has unlocked a world of possibilities for brands. By leveraging data to understand consumer movement, habits, and preferences, brands can deliver highly targeted messages at the right time, in the right location, and to the right audience.
Key Audience Targeting Strategies for DOOH
1. Geolocation Targeting
- Definition: Traditionally, location-based targeting has been a cornerstone of OOH. With the advent of digital technology, this strategy has become even more effective.
- How it works: Using GPS data, Wi-Fi signals, and other geolocation technologies, advertisers can target specific locations in real time. This enables brands to show ads to people as they pass through high-traffic areas or near particular stores or events.
- Example: A coffee shop might target digital billboards near commuter hubs in the morning rush hour to capture the attention of on-the-go consumers.
2. Behavioral Targeting
- Definition: This involves understanding and predicting the behaviors of individuals based on their location, time of day, and past activities.
- How it works: Data platforms can aggregate consumer behaviors across multiple touchpoints—like mobile apps, online browsing, and even historical OOH interactions. This helps advertisers tailor content to consumer interests, such as targeting fitness enthusiasts near gyms or tech lovers in electronics stores.
- Example: A fitness brand might target ads at individuals who regularly pass by gyms or are known to engage with health-related content online.
3. Dayparting and Time-of-Day Targeting
- Definition: This strategy uses data to understand what times of day certain audiences are most likely to engage with specific types of content.
- How it works: Digital billboards can be programmed to show different ads at different times, depending on the type of audience expected to be nearby. For example, a restaurant could run ads during lunch and dinner hours to capture people in the area during meal times.
- Example: A fast food chain might adjust its messaging to promote breakfast items in the early morning and lunch specials around noon.
4. Demographic Targeting
- Definition: By integrating consumer demographic data (e.g., age, gender, income level), advertisers can deliver more personalized content to specific audience segments.
- How it works: Using mobile data and other third-party sources, DOOH can target ads based on demographic profiles. This allows brands to create tailored messages for specific groups, like young adults, families, or professionals.
- Example: A cosmetics brand might target digital screens near shopping malls to show ads for beauty products to women aged 18-34.
5. Contextual Targeting
- Definition: Contextual targeting involves aligning your ad with the environment in which it appears.
- How it works: This type of targeting uses data about nearby locations and the context in which an individual finds themselves. For example, if someone is near a sporting venue, an ad for sports apparel might appear. Contextual targeting can be enhanced by analyzing data like weather, current events, or even traffic patterns.
- Example: A car brand could show ads for SUVs near a ski resort or mountain area during winter months, or promote sunscreen products on digital screens in sunny, outdoor locations.
6. Mobile Integration & Retargeting
- Definition: By integrating mobile and DOOH campaigns, brands can retarget consumers who have previously interacted with digital ads or visited certain locations.
- How it works: Mobile phones serve as a bridge between digital OOH and online behaviors. For example, when a consumer interacts with a digital screen in the real world, their mobile device can be used to retarget them later with additional digital ads.
- Example: A consumer who sees a DOOH ad for a concert might later be served mobile ads for ticket sales, VIP packages, or related merchandise.
7. Real-Time Data and Dynamic Content
- Definition: One of the most powerful aspects of DOOH is the ability to adapt in real time to changing conditions.
- How it works: Using real-time data, advertisers can adjust their messaging based on external factors like traffic congestion, weather, or social events. This means that DOOH ads can evolve throughout the day to stay relevant and timely.
- Example: A retailer could dynamically adjust its ad content on digital screens based on current store traffic or offer last-minute discounts for people in the area.
Best Practices for DOOH Targeting
1. Leverage Cross-Channel Data
- Utilize data from mobile devices, social media platforms, and online behaviors to create a cohesive strategy that targets consumers across multiple touchpoints. This integrated approach ensures your message reaches consumers both digitally and in physical spaces.
2. Experiment with Dynamic Creative
- Use dynamic creative tools to automatically adjust your messaging based on real-time data. This could mean showing weather-specific content or time-sensitive offers that make your ads more relevant to the current moment.
3. Focus on Audience Segmentation
- Build targeted audience segments based on specific criteria such as demographics, behaviors, and location. Tailoring your content for different audience segments will improve engagement and conversion rates.
4. Use A/B Testing
- Continuously test different messages, creative formats, and targeting strategies to understand what resonates best with your audience. This allows for ongoing optimization of campaigns to maximize effectiveness.
5. Monitor and Adjust Campaigns in Real Time
- DOOH allows for campaigns to be adjusted on the fly. Use data to track performance and make adjustments in real time, ensuring your messaging is always relevant and engaging.
This article is posted at vistarmedia.com
Please fill out the form to access the content